How to save the declining OCPC?

If you ask whether oCPC has a decline period, the answer is definitely yes. Some may last a week, some may last a month...it all depends on your account situation and market conditions.

So what are the signs of oCPC decline ?

1. CPC increases suddenly, but conversion rate is average

This is a situation that everyone often encounters, where the cpa spends 200 yuan but there is no conversion. If it happens once, it's okay, but if it happens several times, there is a 50% probability that the cpa will rise on the same day. So when your account encounters this situation multiple times for many consecutive days, it means that the cpa is starting to decline.

2. The display point consumption is normal, but the conversion is not good

You see that the account data are all good, the display, clicks, and consumption are all high, but there is no conversion. This also indicates that your oCPC is beginning to decline. As an optimizer, you cannot ignore conversion. This is the lifeline. Good-looking data without conversion is just a hooligan.

3. Increase the number of sentences

When you find that the number of consultations has increased significantly, but there is no conversion, then please note that your oCPC has become unstable and the amount of expansion has begun to decline, indicating that you are entering a recession.

4. Show less

Contrary to the above situation, if your account starts to show little continuity, excluding market factors, then this account is beginning to be unable to expand in volume. If raising the price does not help, then you should pay attention to whether oCPC has entered a recession period.

5. High impression, low clicks

This can intuitively illustrate that the users you are showing your ads to have no desire to click on your ads. There are two reasons for this: the creative is bad or they are not the target users at all. But the first reason is less likely, because it was good before, so how could the creativity suddenly become unacceptable? It doesn’t make sense. But if you say that creativity also has a decline period, I can agree with that. But in this case, there is a high possibility that the people who see it are not the target customers.

6. High impression, high click, low conversion

The same goes for this one. It looks like there is some malicious content, but malicious content is everywhere. In the case of automatic expansion like oCPC, you should first pay attention to whether there is a problem with oCPC itself.

How to save the declining OCPC?

1. High consumption and low conversion type

The first thing you can consider is adjusting your target conversion bid. Don’t make drastic adjustments. After making the adjustments, observe carefully to see if the situation improves.

In addition, in the case of high consumption and low conversion, you can also consider whether there is a lot of inaccurate traffic. If so, you can consider adjusting the matching range to expand the volume.

Secondly, as mentioned above, is the high consumption caused by the increase in CPC? If there are several words with a CPC of 200 yuan, you need to pay special attention to these words for several consecutive days. You can pause and observe these words, or bring them up separately. The specific operation depends on the usual conversion situation of these words.

Thirdly, the high consumption is caused by the increase in clicks, and there are also two methods: one is to pay attention to those words with a lot of clicks and deal with them separately; the other is to adjust the target conversion cost by 10-20% and observe the conversion situation.

The above situation usually takes about 3 days, or can be slightly extended for observation depending on the account situation. One day occasionally is no problem. Traffic fluctuations are normal. As long as the overall cost and conversion are within a controllable range, there is no need to worry too much about local data. If this happens for more than 5 days, you should consider changing the package.

2. Consulting conversion issues

This is mainly a situation where there is an increase in one-sentence consultations, a decrease in conversions, and an increase in invalid leads.

There are two main reasons for this situation. The first is whether there is a problem with the accuracy of oCPC expansion. You can adjust the target conversion bid, expansion range, etc. The second is to consider the situation of the water army, which requires cooperation between departments, such as the customer service department, sales department, etc.

If you are using the one-sentence consultation conversion model, then when this one-sentence increase is obvious, but the conversion is not good, you need to pay attention and dig out these data and give them to the media for investigation. Otherwise, these data models will greatly affect the subsequent conversions, especially when using the first-order volume accumulation model. Good control in the early stage will lead to stability in the later stage. Even after entering the second stage, the system will also expand to a wider and broader range based on the converted words, just like a tree root, one branch will produce multiple branches and spread around.

3. How long does it take for the above situation to occur before oCPC reaches its decline period?

This situation still depends on the normal conversion of your account. Generally speaking, if this situation occurs for more than 3 days, you need to pay attention to it, and you will find that when this situation occurs for more than 3 days, you will definitely increase the adjustment of the account because of panic, then the instability of the account will be more prominent, so the instability may be greater in the later stage.

4. How to judge whether an oCPC can be saved

As mentioned above, when the decline occurs for 3 days, you need to make appropriate adjustments to the account. After appropriate adjustments, the oCPC package can be stable for a few days, or even longer. This is naturally good, indicating that the oCPC is semi-declined. Don't make adjustments if it is stable. The other is that even if adjustments don't work, and the effect is no longer stable, then this is a complete decline, and this oCPC is completely hopeless.

5. The ultimate way to save oCPC

What is the ultimate way to save oCPC? That means deleting and starting over. Although you may have many concerns, such as "It took me a long time to get this oCPC package, but it cost me a lot of energy and money", "It was fine a few days ago, I should give it some more time", "Maybe the market environment is not good recently, let's wait a little longer"... Don't be reluctant, if you start over, you will find that there is nothing wrong, it may even be better than before, as the saying goes, the old must go, the new must come.

Author: Li Gongzi

Source: Aichi SEM (CMOcollege)